Why Are Retailers So Obsessed With Ulla Johnson?
Any day of the week you’ll find me in all black: black wide leg pants and a black Everlane sweater, black leather leggings and a black Chanel jacket … I’m not what they call an adventurous dresser.
But I do envy those who experiment with patterns and prints, and there are many women who wear them well (and often!) at the InStyle offices. Over the past few seasons, I’ve noticed an uptick in long, floral dresses—long floral dresses worn no matter the season.
RELATED: How To Wear Florals in Winter
Thanks to brands like Zimmermann, Doen, and, of course, crowd favorite Ulla Johnson, wearing a floral dress is no longer reserved for a tea party or summer date. It’s totally socially acceptable to throw on a white floral in the middle of February with a faux fur and, say, Timberlands. It’s street-style gold.
Ulla Johnson rules the roost when it comes to this aesthetic. Raised in NYC, the daughter of two archeologists, she launched her line in 1998 and was almost instantly picked up by Barneys; the beginning of one of many long-standing marked retail relationships.
RELATED: Go Inside Ulla Johnson's NYC Store
In tandem with her Fall 2018 show, we reached out to some of our favorite buyers to find out exactly what the Ulla Johnson craze is about. Here’s what they said:
My Theresa: “It makes you feel like you are always on holiday,” Tiffany Hsu, Fashion Buying Director, MyTheresa.com.
REVOLVE: “I love Ulla Johnson for her great silhouettes in feminine fabrics. She always pays attention to detail by adding pretty ruffles, bows, or smocking to help a classic body feel fresh and new. You're always getting a quality product that you can wear season after season,” Lauren Yerkes, Vice President of Buying & Merchandising, REVOLVE.
ShopBop: “Ulla knows how to design for our the Shopbop girl—the fit, the print, and the trend are always spot on. I am so excited that she has expanded her collection to handbags, and shoes. I cannot wait to see what else is in store. I hope more,” Caroline Maguire, Fashion Director, Shopbop.com.
Moda Operandi: The sensibility of Ulla Johnson's collections season after season defines her success as an industry and cult favorite. Her free-spirited and the nomadic bohemian vibe is recreated each season, keeping it fresh and always drawing you back for more. There is an ease to her collection, which allows you to imagine yourself in a city or on vacation,” Elizabeth Leventhal, General Merchandising Manager of Moda Operandi.
Guess it's time to seek out a mid-winter floral dress.
